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To Sharpen Nike's Edge,
CEO Taps 'Influencers'

House Built by Athletes Hires a Tattoo Artist;
Mr. Parker and the Twins

By

Nicholas Casey and

Bruce Orwall

Updated Oct. 24, 2007 11:59 p.m. ET

BEAVERTON, Ore. -- Nike's iconic co-founder Philip H. Knight built the company by sealing endorsement deals with sports heroes such as Michael Jordan and Tiger Woods. But under current Chief Executive Mark Parker, Nike is also depending on lesser-known figures -- like a Los Angeles tattoo artist known as Mister Cartoon.

Though far from mainstream, Mr. Cartoon rivals Nike's high-profile jocks for influence among a certain crowd that is young, Latino and hip-hop. His ink-on-flesh flourishes are popular with rappers like Eminem...